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Back during the fall of the last year, I ran a series of posts talking about passion and Pinot Noir. Pinot Noir is a finicky grape which, I can only guess, has some enchanting properties – for the winemakers and wine lovers alike. Pinot Noir has an ability to grab you and never let you go – once discovered, it becomes an object of obsessive desire: winemakers go out of their way to make the best Pinot Noir wine, and oenophiles go out of their way to find it.

To give you the best examples of Pinot Noir’s passion and obsession, I decided to [virtually] sat down with a pioneer, a rocket scientist, a soil fanatic, biodynamic believer and some true farmers – all of them from Oregon. Through our conversations, I wanted to convey the unwavering belief in the magic of that little black grape, Pinot Noir.

The essential Pinot Noir map includes four major players – Burgundy, California, New Zealand and Oregon. Out of these four, Oregon usually beats Burgundy in consistency, and often California and New Zealand in finesse. That consistency and finesse don’t go unnoticed – and not only by wine consumers but by the big domestic and international wine businesses and investors as well. Big businesses are great, but – they are, first and foremost, big businesses – and passion is often replaced just by pragmatic business needs and shareholders value.

The wine quality and creativity is on the upswing around the world, and while consumers are driving this trend with an ever increasing thirst for the wine, nothing can be taken for granted – the wines have to find the consumers, and convince them that they are worth paying for.

The big business interest and more and better wines – what does it mean for the Oregon wine industry, the passion and the Pinot Noir? To answer this question, I asked once again for the help of Carl Giavanti of Carl Giavanti Consulting, wine marketing and PR firm, who reached out to the Willamette Valley Wineries Association. As you can imagine, I had more than one question, so here I would like to share with you what I have learned.

First three questions were answered by Anthony King, 2017 President of WVWA Board of Directors and General Manager of the Carlton Winemaker’s Studio:

[TaV]: Willamette Valley squarely joined the ranks of world-class wine regions. Does it mean that everything is great, or you still have big issues to solve on your agenda?

[AK]: Willamette Valley is certainly on the rise and we are all thankful for the attention. Our biggest issue is to continue to share the spotlight with the other classic regions of the world without losing our roots, our authenticity, and collaborative spirit.

[TaV]: It seems that lately big corporations are paying lots of attention for the WV wineries – or rather money, as for example, Jackson Family which acquired 3 WV wineries over a short period of time. Are you concerned with this development? Do you think it might change the soul and spirit of WV wines?

[AK]: Most of us are flattered by the attention that our wines, vineyards, and wineries have been getting from producers all over the world. JFW, in specific, has invested heavily, but have done so with a soft touch and an eye towards the community and their neighbours. In the end, the region will have diversity that consumers will ultimately benefit by. Our hope, however, is that this interest doesn’t drive vineyard and fruit prices into a range that makes the hands-on artisan winemaking that has made Oregon so special too expensive for entry.

[TaV]: There are many white grapes which can be called “next frontier” for the WV wineries – Pinot Gris (yes, okay, this is an old news), Chardonnay, even Riesling. However, if we look at the red grapes, WV wineries are a “one trick pony”, only working with Pinot Noir. Do you see any problems with that? is there a next big red grape for the WV, or is it not necessary?

[AK]: Great question. I don’t think that any of us, as winemakers, regret that we are working with Pinot noir in such an ideal locale. It presents a lifetime of challenges and, hopefully, rewards. Although much more rare, Gamay can be thrilling and has been successful planted alongside Pinot noir. Syrah, too, has a lot of potential, making compelling, Northern Rhone style reds in warmer years. Cooler-climate Italian reds could have potential as well. We’ve already seen an increase in planting of these “other reds,” but the more dramatic shift is (as you mentioned) towards focusing on whites and sparkling wine, which are very well suited to this climate. Ultimately, I foresee increased experimentation with a range of red varieties in the warmer sites in the Willamette Valley in the short-term; time and the weather will tell what succeeds.

The rest of the questions were answered by Emily Nelson, Associate Director for Willamette Valley Wineries Association.

[TaV]: What percentage of WV wineries are LIVE certified? Do you see this number dropping, increasing, staying the same?

[EN]: In 2016, there are 13,170 Oregon vineyard acres certified sustainable, which is 48% of total planted acres in the state. 8,218 acres are LIVE Certified, which is 30% of total planted acres. We do see the number of certified sustainable vineyard acres increasing year after year. As the home of the nation’s most protective land use policies, the first bottle recycling law, and the highest minimum wages for farm workers, it’s fitting that the Oregon wine industry is committed to sustainable farming and winemaking practices.
For LIVE Certified acres in particular, the number has increased annually from 2,368 acres in 2007 to 8,218 acres today.

[TaV]: How important is Biodynamic viticulture for the WV wine industry? Do you see more wineries embracing it?

[EN]: Biodynamic viticulture in Oregon has also steadily increased over the years, from 289 certified acres in 2007 to 1,585 certified acres today. It is an important component of our sustainable character in the region, reinforcing our belief that agriculture in general and viticulture in particular can flourish in harmony with our natural environment. In general, Demeter Biodynamic certification is in accord with many practices that characterize the certification of organic farms. However, certain practices are unique to Biodynamic agriculture, including managing the whole farm as a living organism; maintenance of a healthy, diverse ecosystem that includes not only the earth, but as well the cosmic influences and rhythms of which the earth is a part; and use of the Biodynamic preparations to build soil health through enlivened compost.

[TaV]: Are there any new wineries showing up in the WV? If yes, is there a trend there (more than the last 5/10 years, less than the last 5/10 years, the same?

[EN]: Yes! Our number of wineries in the region has climbed over the last five to ten years. We had about 110 wineries in the Willamette Valley in the year 2000. By 2010 that had more than doubled to 300 wineries. And now in 2016 our most recent census shows 531 wineries in the region. People are drawn to grape growing and winemaking here for many of the same reasons that brought our pioneers in the 1960s—unique climate and soils ideally suited to Pinot noir and a wine industry culture that celebrates collaboration, inventiveness, and land stewardship.

[TaV]: Do you see a lot of foreign capital coming into the WV winemaking industry (buying, partnering, starting new wineries)? Again, is there a trend?

[EN]: There is a trend of outside investment in the Willamette Valley wine industry, and it speaks to the quality of the wines being produced here. We see Burgundian investors who’ve found the New World home of Pinot noir, as well as those from Washington and California who are expanding their premium Pinot noir brands with Willamette Valley wines.

[TaV]: Last question – are there any new and coming, or may be old but coming around wineries wine lovers should watch for? Anything which makes you particularly excited?

[EN]: We’re particularly excited about a few things here: first, many of our pioneering wineries are handing the reigns down to second generation winegrowers and owners. The children who grew up in the vineyards and cellars of the wineries who put our region on the map are now at the helm. They continue to innovate and improve, so watching their brands and their wines flourish and evolve is a thrill. Second, we’re excited about the Burgundian presence in the Valley. French winemakers who come here to experience the Oregonian version of their time-honored grape offer unique expressions of the wines and outside confirmation that there’s something really special happening here. Lastly, we’re excited about new winemakers just entering the industry, who contribute a vibrant sense of experimentation and energy to the Valley.

All the good things come to an end, so this was the last of the conversations in the Passion and Pinot series – for now, at least. As I said before, Pinot Noir has some very special properties, making people fall in love with it and not letting them go. And whether you agree or disagree – you know what to do. Until the next time – cheers!

P.S. Once again, here are the links to the web sites for the wineries profiled in this series: